Transcript Slide 1

Media Aware
Networking using
P2P?
Mark Carroll – Sr. Director, Video TG, NMAI Cisco Systems
Dan Donahue - Managing Director, FTI Consulting
January 2008
Service Node
© 2007 Cisco Systems, Inc. All rights reserved.
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Agenda
 P2P – A Factor for Access Service Providers (ASP)
 Media Aware Network
The Dynamic Nature of Open APIs, SDKs and Control
 Value Chain
 Q&A
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Content Providers / Aggregators
 Concentrate on their core business:
High quality content production, aggregation and syndication
 Monetize their content and use the internet to reach Any
screen Anywhere
Expand and evolve the business models – pay per view, rental, one
time buy, advertise support, revenue share, etc
 Peer to Peer is cautiously considered as a way to lower
the cost of delivery. However,
Tradeoff on security, control and Quality of Experience
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Over the Top (OTT) Factor
 P2P networks enable mass distribution of media content to the end user
with widely varying controls and monetization
Method of distribution is evolving and shifting value in current Service
Providers, particularly Access Service Providers
As P2P / OTT becomes the dominant a mode of consumption, content producers
and Service Providers need to adjust to avoid commoditization and
marginalization
 What ASP methods will both satisfy both the consumer and the value
chain while meeting the Content Provider needs?
Adopt P2P as an optimization technology within the ASP
Leverage Application innovation to drive monetization of content (Ad channels,
iTunes, snugbug, Orb, Sling etc.)
Contribute to making the Internet a more cost effective, reliable solution capable
of delivering content, application flexibility and personization
Common platform that allows monetization of service delivery ?
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ASP P2P Observation
Issues
Containment
 Illegal Content perception
 Threatens traditional delivery
 Upstream Link Saturation
 Transit Cost Increase
 Limited participation in value add
 Traffic Management
 Peering Concepts with current eqip
 Build out Network / Upgrades
 P2P Caching
 Compete w / OTT Players
Collaborate
 From co-marketing to
Integration of Services
 Optimised Delivery: CDN, QoS,
Multicast, Quota exemption
 Improved Access to TV & Mobile /
STB / GW
DEPLOY
 Media Aware Network – H-P2P
 Create Own TTM App value Chain
 Peering at Service Level
 Offer open optimized access to peers,
i.e,
 Web Services network interface
Storage Savings, higher quality
 Precision Advertising
Lower cost of delivery
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What if there was a new, media optimized routing
platform that used thin layer to implement it?
Today’s Structure:
Provider Applications
Provider App
IPTV
Provider App
VoIP
Thick
Middleware:
IPTV
Thick
Middleware:
IMS
Content Provider
New Structure:
Over-the-Top Apps
Cool Tools
Content
YouTube
The Application
Layer
Brightcove
Middleware
Cache
Akamai
P2P
P2P Overlay
Cool Tools
The
Joost Application Layer
Middleware
Cache
Bindings
P2P Overlay
Bindings
Media Aware Network Services:
Cache, Put/Get, Event, Workflows/WS/Web2.0, Clien, Proximity
Bindings
Bindings
IP Infrastructure
IP Infrastructure
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A Media Aware Network Platform
The Application Layer
Provider App
IPTV
Middleware
API
Cool Tools
Cool Tools
Provider App
(P2P TV)
Provider App
Net Jukebox
Middleware
API
Middleware
API
Bindings
Cool Tools
Cool Tools
Cool Tools
Cool Tools
Content
OTT App
OTT App
OTT App
OTT App
Middleware
API
Middleware
API
Middleware
Middleware
API
OTT Overlay
Cache
OTT Overlay
Bindings
Media Aware Network Services:
Value Add
Cache, Put/Get, Event, Workflows/WS/Web2.0, Client/P2P – Proximity, topo
Bindings
Bindings
IP Infrastructure
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Broadband Technology Value Chain
Content
Creation
• Associate content
w/ related
materials 7 apply
metadata
• Encode /
Transcode
Digital Asset
Management
• Access Master
• Archiving
• Organize digital
media assets
• Encode /
Transcode in
various video
formats
Security
Commerce
• DRM
• Conditional
Access
• Watermarketing
• “Productize”
assets into
bundles
• Set pricing terms
• Subscription,
rental, download
to own
• Commerce
engine and
payment
capabilities
Advertising
• Create playlist /
ad inventory
• Create Biz rules
such as must
watch
• Integration with
Ad campaign
mgmt systems
• Ad server
Prepare for
Delivery
• Create catalog
feed for CMS or
syndication to
multiple affiliates
• Deliver assets &
metadata to
mobile CDN,
broadband CDN
&TV VOD
Infrastructure
User
Interface
• User Interface
• Manage devices
• Plug into any UI
or player
• Manage
distribution and
playback
(Streaming,
download, P2P)
• User / ad metrics
Value Chain – ABI research
Media Aware Network
•Virtualization
• Foreign
resource
• WorkFlows
• ingestion
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• Next
Generation
name/address
• Programmable/
extensible
(network APIs
& SDK,
workflows,
event notify)
• Scalability with
tera-scale
distributed
cluster
• Subscriber and
media
clustering
• Security and
wights mgmt.
• Superdistribution
(consumer
level with rights
management,
SP level to
distribute
across
complex
footprint)
• Foreign
Resource
integration
© 2007 Cisco Systems, Inc. All rights reserved.
• Foreign
resource
• ecommerce
tools (click to
buy, paypal, etc)
• API for direct
billing systems
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• Ad Insertion
(Server side,
client side,
personalization
and
measurements
)
•Scalability
•Delivery
quality/perform
ance
•Resilience by
Design
•Lights out Ops &
Mgmt
•Proximity,
Bindings and
control
•DHT Hierarchy
•InfraDHT
• Chat, Group,
RRnR
•Lightweight
common client
(core library,
access library,
PC, STB and
mobile
reference
clients)
• Events, groups
• Data collection
& mining
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Value Chain vs. OSI Stack
VALUE CHAIN
Marketing Strategy
BUSINESS
Content Creation
QoS Definitions
Advertising
QoS Management
7 APPLICATION
Asset Management
Syndication
Chaching Services:
Akamai, DNA, etc.
Encode/Transcode
GUI
6 PRESENTATION
Security
P2P Overlay Networks
5 SESSION
4 TRANSPORT
Bandwidth
3 NETWORK
2 DATA LINK
1 PHYSICAL
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Value Chain vs. OSI Stack
VALUE CHAIN
Marketing Strategy
BUSINESS
Content Creation
QoS Definitions
P2P S/W
Developers
Advertising
QoS Management
7 APPLICATION
Asset Management
Syndication
Chaching Services:
Akamai, DNA, etc.
Encode/Transcode
GUI
6 PRESENTATION
Security
P2P Overlay Networks
5 SESSION
4 TRANSPORT
Content
Creators
3 NETWORK
Bandwidth
Content
Providers
2 DATA LINK
1 PHYSICAL
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Thank You - Q&A
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